個案資料
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Hindustan Unilever Limited: Mobile Marketing in Rural India - Kan Khajura Tesan (B)
內容大綱
This is the second case in a two-case series. See also <a<br>href=https://www.iveycases.com/ProductView.aspx?id=72903>9B15A037.</a>
學習目標
Students will learn the following:<ul><li>To examine the role of the value delivered to consumers through interactive and mobile marketing platforms and content in influencing campaign success.</li><li>To analyze the objectives of mobile marketing strategies, whether to get consumers to take action (behavioural) or to entertain (attitudinal/brand building).</li><li>To understand the enablers to adoption of innovations and the role of marketing communications in facilitating the process.</li><li>To examine differences in consumer responses to/adoption of mobile marketing campaigns across different regions, and to illustrate the factors that might lead to these differences.</li></ul>